 Definition Values and Lifestyles. Description.
Values and Lifestyles is a way of
market segmentation whereby
consumers are segmented into mutually exclusive groups like "Achievers" or
"Experiencers" based on their psychographics. Acronym is VALS.
The original VALS system was built by consumer futurist Arnold
Mitchell, trying to explain changing U.S. values and lifestyles in the 1970s.
Originally, there were three categories of consumers:
-
Need-directed. Consumers who make purchasing decisions
based solely on need.
-
Outer-directed. Consumers who make purchases based
on their perceptions of the way others view them.
-
Inner-directed. Consumers who make purchasing decisions
out of some inner need.
In 1978, the concept was adopted by consulting firm SRI International
who also own the trademark.
In 1989, VALS was redefined to maximize its ability to predict
consumer behavior. A team of experts from SRI International, Stanford University,
and the University of California, Berkeley, determined that consumers should
be segmented on the basis of enduring personality traits rather than social
values that change over time.
The current eight VALS types are: Innovators, Thinkers,
Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. Each
group is based on two dimensions: primary motivation (ideals,
achievement, and self-expression) and resources (energy, self-confidence,
intellectualism, novelty seeking, innovativeness, impulsiveness, leadership,
and vanity).
VALS segmentation unlike traditional segmentation begins with
people instead of products and classifies them into different types, each
characterized by a unique style of living - it then determines how marketing
factors fit into their lives. This perspective provides a three-dimensional
view of the target consumer.
Some of the uses to which VALS segmentation has been put are:
-
To identify whom to target and find niche markets much more
easily.
-
To locate where concentrations of your target group lives.
-
To gain insight into why the target group acts the way it
does.
-
To improve and introduce products that speak to customers'
values.
-
To target marketing and advertising campaigns much more
effectively and much more accurately.
-
To position products much more accurately in the marketplace.
.
| |
 Values and Lifestyles (VALS) - Survivors Profile
Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must fo...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Makers Profile
Like Experiencers, Makers are motivated by self-expression. They express themselves and experience the world by working on it-building a house, raising children, fixing a car, or canning vegetables-and have enough skill and energy to carry out their ...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Strivers Profile
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Believers Profile
Like Thinkers, Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that are deepl...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Experiencers Profile
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the of...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Achievers Profile
Achievers are motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achie...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Thinkers Profile
Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are ...
|
|
|
|
| |
| |
Values and Lifestyles (VALS) - Innovators Profile
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new id...
|
|
|
|
| |
|
|
|
Values and Lifestyles Special Interest Group
|
|
|
|
|
|
Customer Relationship TYPES
Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application): CRM, Relation Marketing, Branding
|
|
|
|
|
| |
|
|
Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets
It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed markets (only buyers have less m...
Usage (application): Bottom of the Pyramid, Consumer Behavior, Consumer Marketing
|
|
|
|
|
| |
|
|
|
|
Consumer Buyer Behavior & Business Buyer Behavior
Presentation about both consumer buying behavior business buying behavior. First consumer buying behavior is explained and outlined. After that the bu...
Usage (application): Marketing, Strategy Decision
|
|
|
|
| |
|
|
The Dawn of Conscious Capitalism
This presentation provides an introduction into the concept of conscious capitalism, and includes the following sections:
1. Introduction
2....
Usage (application): Conscious Capitalism, Value-driven Consumer, Socially Responsible Investing, Corporate Responsibility
|
|
|
|
| |
|
|
Marketing Research: Introduction and Techniques
This presentation provides an overview of Marketing research and its techniques, including focus groups. The presentation includes the following secti...
Usage (application): Marketing Research, Qualitative Marketing Research Methods, Research Experiments
|
|
|
|
| |
|
|
Target Marketing and Market Segmentation
Presentation about Target Marketing. The presentation explains the need for market segmentation, the levels of market segmentation, its bases and the ...
Usage (application): Target Marketing, Market Segmentation, Strategy
|
|
|
|
| |
|
|
Customer Segmentation by Emotion: The EMO-index
Emotions are an important part of customers' overall experience and final decision making; therefore they contribute to value creation. Although the i...
Usage (application): Consumption Behavior
|
|
|
|
| |
| |
News
Values And Lifestyles
|
|
|
|
| |
Videos
Values And Lifestyles
|
|
|
|
| |
Presentations
Values And Lifestyles
|
|
|
|
| |
More
Values And Lifestyles
|
|
|
|
|
|
Compare with: Positioning
| Market Segmentation | Focus Group | JICNARS Scale | 8 Hidden Needs
|
|
|
|
Special Interest Group Leader
|
|
|
|
|
|
